Brand Positioning

Positioning and repositioning a brand

Brand Positioning


Low Lai Chow, Event Reports, Spikes Asia, September 2014

This event report looks at some of the best campaigns in Africa and India that have been based on an understanding of the local culture.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Bank of America embarked on a transformative repositioning effort by tapping into the expertise of a diverse range of stakeholders, from politicians and community leaders to employees at all levels of its organisation.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report explains how DBS, the bank, is using data analytics and taking inspiration from other industries to innovate and grow in Asia.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report reveals how British Airways, the air carrier, discovered a revenue-generating opportunity through the intelligent use of analytics - winning a Grand Prix for the Jay Chiat Awards for Strategic Excellence as a result.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Visa, the financial-services group, is leveraging social media to enhance the position of its brand.


Kamakshi Thareja, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Nestle launched a premium chocolate brand - Nestle Alpino - in India, with a romantic sharing message.


Jessalynn Chen , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a new store format developed by Asian Paints to reposition its brand from industrial supplier to domestic, decorative paint company in India.


Gaurav Kumar Varshney , Warc Prize for Asian Strategy, Entrant, 2014

This humourous campaign promoted Center chewing gum in India by switching its budget away from TV and spending on digital platforms instead.


Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.

WARC RECOMMENDS


BEST PRACTICE

How to position effectively

Tips, reminders and recommended reading


ARTICLE FOCUS

Create brand appeal

Implicit marketing and repositioning brands


BEST PRACTICE

Brand positioning statements

A practical how-to guide for marketers


CASE STUDY

NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium